FLUID OPPORTUNISM IN MARKETING
Last weekend, Paul Krugman, the Nobel Prize-winning economist who writes for the New York Times, published a long piece in their magazine: How Did We (Economists) Get It So Wrong. Like most of his writing, it is a brilliant and introspective analysis. He included a quote near the end of the essay, and I would like to begin this blog by repeating it. It is from H.L. Mencken:
“There is always an easy solution to every human problem – neat, plausible, and wrong.”
As I go about creating a webinar for Marketing Directors, finding the single thread that weaves through all the fabrics of marketing in 2009-10, I need to address the issue of opportunism.
The first trait of every good Marketing Director is opportunism. That is because things change so quickly. We research, analyze, strategize, and create our marketing plans. But even as we are writing them, situations change and opportunities arise. The most successful Marketing Director is the opportunist.
I am a great believer in marketing plans. In fact, I usually insist on doing a complete plan for clients before I begin their work. Since everything is custom made for them, I can’t know the things I have to do or price them out until I have a plan of action.
The plan is based upon research. Research, a situation analysis, and strategies also allow the client (and me) to spot opportunities, decide which are realistic, and the ones that make sense to add to your company’s marketing effort. You also need a budget, to reign in your decisions. These are all parts of the marketing plan. I always allow 10% of the budget for “contingencies” (opportunities).
Take advantage of opportunities for your company!
Ed Sucherman
THE MARKETING MACHINE
http://www.edsucherman.com/edsblog/
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